A vast majority of people seem to confuse SEO and digital marketing as the same. SEO and digital marketing may share many similarities, but they are two particular and separate things. It is their similarities that make them work in tandem with each other.
SEO companies are hired with the aim to optimize the position of a website in search engine results. The use of multiple strategies and quality of practices help SEO companies in succeeding with the goal of high rankings in the SERPs. Looking at the big picture enables us to realize that digital marketing is an umbrella that encompasses SEO as well.
Before we go ahead and differentiate between the two, it is crucial to take a step back and understand what each of these means individually.
What is SEO?
SEO stands for Search Engine Optimization; it is a list of practices that help in improving the ranking of your website on search engines such as Google. It optimizes the on-page elements on a webpage. It makes efficient use of local keywords that work in the background to boost page rankings. SEO is responsible for the betterment of the user experience and building a high quality of links. Another important function of search engine optimization is the maintenance of a strong social media presence that helps establish authority and creates an interactive customer base.
These practices work together to push specific webpages from your site on a higher ranking. When a user looks for a particular word or phrase on a search engine, such as Google, they get directed to your website. To illustrate with an example, let’s look for ‘florists near Sunset Boulevard’ or ‘best florist on Sunset Boulevard’. The search for a local florist in the town will lead the user to you if you are ranked among the top three choices on a search result.
What is digital marketing?
Digital marketing, also known as content marketing is the creation of exciting content that attracts the audience to your business. It involves the creative production of videos, images, and texts that create an appeal in the viewers and push potential customers through the sales channel. The type of content that you create mainly depends on your target audience and the goals for a specific time duration. The use of informative blog posts, infographics, guides, articles, hashtags, videos, interactive campaigns and celebrity endorsements are a few sure shot ways to succeed on the digital front.
What is the connection between search engine optimization and digital marketing?
A significant reason for the confusion between the two elements is the considerable overlap between them. These strategies seem to have a fundamental, mutual relationship that needs an explanation a little deeper than layman’s terms.
The inclusion of keywords in the textual content you create is the backbone of attracting higher rankings on search engines. It helps in generating more traffic and becomes a useful technique in reaching all the content marketing goals that you set for yourself. On the other hand, the addition of robust content on your website will boost its authority and improve your search engine optimization on the whole.
Primarily, the performance of your content depends on your SEO, while your SEO depends on the quality of your content. It is a vice-versa relationship that needs equal efforts on both sides.
What is the difference between digital marketing and SEO?
The critical difference between the two strategies is developed on three grounds; the audience, the approach, and the value implied.
Firstly, a digital marketing agency needs to create content while keeping their target audience at the center. Everything from the formats, copy, and graphics should be designed particularly for potential customers. It should tell a story that connects all the loose ends of your website, while also leaving a lasting impression on the hearts of the viewers. It is encouraged that you optimize in a fashion that does not derail the center of attention from your homepage to a minimal aspect of your campaign.
The jargon and critical elements such as the knowledge of search engines and the pros and cons of certain practices should left to professionals suited for the technical field. A search engine will compare your site in terms of title tags, keywords and a myriad of code-related elements. Search engines are keener than the average customer when it comes to optimizing a website, hence why, SEO is better left at the hands of those qualified for such jobs.
The path you choose towards both could have a few changes in them. If you take the SEO approach, you delve deep into analytics making use of Google Analytics and other such tools that help you find the objective data. The research of keywords enables you to find new opportunities for the growth of traffic and rankings. The use of algorithms improves results when paired with a data-based strategy.
The value implied in different aspects plays a critical rule in the success of your website. The differences between SEO and content marketing should be evident by now. SEO is primarily derived through analytics that adds value to your site while also boosting traffic. Content marketing, on the other hand, deals with maintaining the consumers interested in the content. It keeps the viewers hooked and asking for more.
How to decide between a digital marketing agency and SEO provider?
We took our time in explaining what each strategy does to help you determine what works best for you. Do you need the help of a digital marketing firm? An SEO provider? Perhaps, you need both?
A digital marketing agency will cater to the entire sphere of digital services, which includes the process of creation, publication and maintenance of your website, which often contains search engine optimization. An SEO provider, on the other hand, would only cater to your coding needs that lead to better rankings and increased traffic. We would suggest that you take a wholesome approach towards your marketing needs and apply an amalgamation of both to be successful in the age of digitalization!
Evie Harrison is a blogger by choice. She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs. Find her on Twitter:@iamevieharrison